It’s the bits after the new-car sale that can make or break a car brand.
Carmaking is an exciting business. I’ve been involved in engineering and manufacturing new cars for big OEM brands pretty much my entire working life.
But carmaking isn’t just about making cars. It’s also about processes, systems and – above all – people.
As a carmaker or official new-vehicle importer, if you focus solely on the products you make and sell, you might discover you’ve overlooked (or undercooked) the other stuff that matters, and the effects can be damaging.
Warranty is a great example. Plenty of long new-car warranties keep emerging here in Oz. Some have small-print provisions while others are clear and defined. You want the latter if you’re an official OEM importer or automaker.
Premcar’s warranty arrangements with OEM automakers have comprehensive systems and processes behind them. This makes it straightforward for the vehicle’s owner, and the OEM automaker / importer whose car we’ve secondary manufactured.
Dealership support is another critical focus for carmakers.
Workshop technicians with up-to-date training and sales / service staff schooled in the latest product info are critical for every customer’s ownership journey.
Service and repair coverage, or having plenty of showrooms and authorised workshops in all the right places, is also a big must. If you’re selling dual-cab pick-ups and only have service support in cities or big metropolitan centres then consider setting up shops in rural and remote Australia.
Which leads to the next essential, which is a reassuring visible presence. If your customer’s spent $50k-plus on their new car and they never see you anywhere – whether it’s noticing more of your brand’s dealerships or just other examples of your cars in traffic – it can feel like watching the fuel gauge approach EMPTY halfway across the Nullarbor Plain.
This next carmaking essential can make or break a brand, and that’s the ability to solve problems quickly. Problems solved with speed and accuracy can turn a rage-filled customer into a repeat buyer. Sort their issues quickly and they might even refer you three more new customers.
Successful carmakers and OEM importers know that fast solutions to customer product problems matter. They’re often worth far more than the cost of a repair.
Yes, new cars can have technical faults. Any complex manufactured product with thousands of parts carries the capacity to break down, whether it’s a tractor, truck or train. And yes, some cars break from misuse and poor modifications. Even in these instances, when the carmaker might not be obliged to repair the car under warranty, dedicating a bit of time and patience to clearly communicate why can go a long way.
The message is simple: Dedicating the right focus and resources on post-sales support systems can have big payoffs for carmakers. Sure, all car brands have them, but some do it far better than others.
It’s part of the proof that not all new-car buyers shop only according to price.
Unless you’re Ferrari, customers will rarely forgive you for falling short with the stuff that comes AFTER their new-car purchase.
The last 30-plus years have taught me that investing properly in all of the (often non-exciting) non-product stuff can make or break a car brand, especially in the most competitive new-car markets, like Australia.
Bernie Quinn, CEO of Premcar
About Premcar:
Premcar Pty Ltd is a leading Australian vehicle engineering business that specialises in the automotive, defence and aerospace industries. For more than 25 years, global car-makers have made Premcar their go-to partner for the complete design, engineering and manufacture of niche-model new cars, full-scale new-vehicle development programs, and electric vehicle (EV) conversions and manufacturing. Premcar’s body of work is extensive. It is the name behind more than 200,000 new cars and 55,000 new-vehicle engines. The company has delivered technical advancements and sales success for major car brands from Europe, the USA, Japan, China and Australia. Visit premcar.au.
